Rio Content Market: Formata, ITV Ink Formats Deal for Brazil

RIO DE JANEIRO Local TV format’s company Formata inked on Feb. 17 a deal with ITV Studios Global Ent. (ITVSGE), under which the Sao Paulo-based company will represent the U.K.’s TV’s formats exclusively in Brazil, Formata’s CEO Daniela Busoli told Variety in an exclusive interview during the 2o16 Rio Content Market.

“We will be selling licenses of ITV formats to Brazilian networks, as well as adapting ITV formats to be aired in local Brazilian networks,” Busoli said.

Busoli has experience with the other two world TV format giants. Before founding Formata in May 2015, she was the CEO of FremantleMedia Brasil and previously served as the managing director of Endemol Brasil.

Prior to the agreement, Formata had already adapted two ITV’s cooking series formats for Brazilian TV. The company made the third season of “Hell’s Kitchen: Cozinha sob Pressao,” which aired on local free-to-air-TV net SBT in the Fall 2015-Jan. 2016 period, with Carlos Bertolazzi performing the role of Gordon Ramsay.

Formata has also produced a local version of “BBQ Champ.” Since February, SBT has been airing “BBQ Brasil: Churrasco na Brasa,” hosted by Ticiana Villas Boas.

“I believe ITV was pleased with the results,” said Busoli, adding the cooperation evolved into a broader agreement.

Formata has also their own formats. Three of them had been adapted and the series aired on local Brazilian nets: “Adotada,” “Papito in love” and “Pequenos Campeoes.” Two other Formata format-based shows will open here this year: “YouTubers” and “Z4.”

Formata will hold in April in Sao Paulo a showcase for Brazilian nets of ITV’s catalog of hundreds of formats available for sales and adaptation, Busoli said.